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Meet the Prius c

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the rundown

For our millennial target, the Prius c is their first new car purchase. And for them, buying a car is a pretty intimidating task. This digitally savvy crowd does most of their research online, and often will elicit the advice of friends and family during their purchase process. Our goal was to demystify the car-buying experience, and grab their attention through reinventing traditional research tools. To do this, we created a fun and friendly way to learn about and build the Prius c of their dreams, allowing them to share it along the way.

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The Building Blocks

This idea was fundamentally based on the notion of reinventing traditional online research tools like the car configurator, so technology played a key role in how far we could take it. The inception and centerpiece of this project is the first interactive website launched exclusively on YouTube. From film production, to the backend build of the site, our goal was maintain a seamless user experience while still stretching interactive boundaries. All of the steps were created in parallel from the beginning, and by the end everything was seamlessly brought together to make up the final experience.

The Votes

The Details

Agency
Brand
Refuge
Targeted Regions
  • North America
Marketing Objective
Launch Date
March 31, 2012

The Team

  • Saatchi & Saatchi LA www.saatchila.com/
  • Chris Adams, Executive Creative Director
  • Margaret Keene, Executive Creative Director
  • Bill Roden, Creative Director
  • Erek Vinluan, Art Director
  • Rebecca Johnson Pond, Art Director
  • Chelsea Dubois, Copywriter
  • Kimberly Regan, Copywriter
  • David Hsai, Designer
  • Tanya LeSieur, Director of Integrated Production
  • Melissa Eccles, Executive Producer and Ass Dir Integrated Production
  • Megan Bettor, Senior Integrated Producer
  • Brian Grannan, Interactive Producer
  • Michael Heil, Integrated Production Coordinator
  • Doug Palmer, Creative Technology Director
  • Luke Grannis, Creative Technology Lead
  • Lawrence Altaffer, Creative Technology Lead
  • Eric Dutton, Creative Developer
  • Dan Henderson, User Experience Designer
  • Marisstella Marinkovic, Account Director
  • Michelle Agnew, Account Supervisor
  • Nicole Buckley, Account Executive
  • Nguyen Duong, Senior Participation Planner
  • Stephen Duncan, Business Affairs Manager
  • Henry Hobson, Director
  • Jane Hutchins, Executive Producer
  • Jon Howard, Editor
  • Joel Waters, Mixer
  • Tomos Evans, Social Engagement Director
  • Stopp-LA www.stopp-la.com/
  • Jesper Palsson, Executive Producer
  • Fredrik Montan Frizell, Interactive Producer
  • Zachary Richter, Creative Director
  • Bo Gustavsson, Technical Director
  • Jin Kim, Lead Flash Developer
  • Toyota USA www.toyota.com
  • Colin Morisako, Advertising Director
  • Refuge

The Stats

  • 1,264 configurations of the videos were possible
  • 26 minutes of average time spent by users in the configurato
  • 5 weeks to execute from soup to nuts

The Results

We consider this project a creative success primarily because its never been done before. It’s first of a kind production process made everyday a new adventure that brought challenges to the project. But the teams involved made it one of the most rewarding projects we’ve worked on to date. Since it was such a unique project, everyone’s collaboration made it work. With so many disciplines overlapping—merging video and digital production—learning was constant. Job descriptions blended and responsibilities we’re shared to make it all possible.

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